A Project proposal for the Economic Development of Rural ...



Name of the Organisation : ALAMKARA TRUST-

Centre for rural arts and crafts Development.

Address for Communication: No.12,new colony porur,

Chennai-600 116

Phone : 044 24765659

98842 13420

E.mail : mercydev@

Contact person : Ms.Rose mercy Felcita

Legal Status : Registered Trust

Reg.No.878/2002

Bank Details : A/C No.23901

Andhra Bank- valasaravakkam

Chennai.

A Project proposal for the Economic Development of Rural Artisan Community

Crafts people form the second largest employment sector in India, second only to agriculture. There are around 23 million crafts people in our country today. Even many agricultural and pastoral communities depend on their traditional craft skills as a secondary source of income in times of drought, lean harvests, floods or famine. In today’s world life for craft people remain precarious. Building a future for Indian crafts demands a coherence of heritage and economics. Official support schemes often elude those for whom they are intended, their future now clouded in the uncertainties of a new policy environment. Many traditional raw materials are disappearing under environmental pressure or diverted to competition from large-scale industry. As economic policies take an U-turn and state benevolence withdraws, survival will depend on and ability to compete on the customer’s terms. This has been a capacity completely neglected over fifty years of official direction to Indian crafts, despite Gandhiji’s reminder so long ago.

Situational analysis

The handicraft sector is an industry that requires minimum of expenditure, infrastructure or training to set up. It uses existing skills and locally available materials. Inputs required can easily be provided and these are more in terms of product adaptation than expensive investment in energy, machinery or technology. The craft sector contains many paradoxes. Artisanal contribution to the economy and the export market increases every year and more and more crafts people are being created- especially women – as a solution to rural and slum unemployment. At the same time mass produced goods are steadily replacing utility items of daily use made by crafts people, destroying the livelihood of many, without the concomitant capacity to absorb them into industry.

The current much used terms ‘exclusive’ and ‘ethnic’ are singularly limiting and inappropriate when marketing skills and products are with a potential producer base of 23 million. The urban consumer, in spite of a growing awareness of craft, does not have access to many of the products that he would like to buy. One major problem faced by crafts people is that they are bound in their own struggle for survival to money-lenders, traders or middlemen for credit and raw materials and they are obliged to sell their products to them at a minimal price. Despite these adverse conditions, the traditional professional craftsperson has a unique earning power that can be adapted to many usages and markets.

Four specific groups are cited below to convey the exact details of such crafts communities:

The potters of Nilambur:

Nilambur is a small town situated in the Mallapuram district of Kerala State in South India. This area is thickly vegetated with teak trees. Decades back this significant town has attracted the Tribes of Andhra Pradesh whose occupation is pottery to get settled here. The soil and environment has well complemented their traditional livelihood.

Further in those days pots and related utensils were the ones used for cooking by everyone and their occupation thrived with no threat. But now the reality is just the opposite. Pottery has lost its relevance in this mechanized and fast world. There is no more demand for their products. The men are unable to bring in substantial income as they cannot participate in any other productive work because of the lack of any other skill. This has led almost to nil income. What next? The women of the community have begun to sell sex to feed their children, take care of their families and most of all to survive. The children are no more learning their traditional skills from their ancestors. Certain educational needs are taken care of by a voluntary organization but their intervention is not able to cover their economic needs. There is an increase in children becoming child laborers. Their economy cannot be reverted without a trade based intervention. The same skill can be moulded to produce things and articles of today’s relevance. Sometimes they do produce such things. But in these years of transition they have lost their economic strength. Hence they need designing and marketing support to revive their livelihood and dignity.

The weavers of Balaramapuram:

The Maharaja of Trivandrum wanted the best handloom weavers to provide for his wardrobe. So the whole weaving communities at the border of Tamil Nadu were shifted to Balaramapuram a town which is now at the border of Kerala State from Tamil Nadu. These weavers just survive in this heavily competitive market of power loom products and their aggressive marketing strategies. This status of just surviving can very well be upgraded bringing back their dignity and purchasing power by giving inputs in marketing and designing for today’s consumer. Once the traditional and family skill is now reduced to survival and producing child labourers and bonded labourers.

The issue of child labour and bondedness is being countered by a longstanding welfare organization. This organization has also evolved co-operatives and enhanced productions. But their strength is not in marketing or inventing models and designs to stand up to competitions in the open market. Here again an intervention in these lines can bring in lasting results to develop their status of life. This can also be a prevention strategy for ending child labour here.

Narikuravas (Gypsies) of Devarayaneri:

Narikuravas are the nomadic tribe of Southern India. Like most of such tribal communities these were also very much dependent on Forest and forest produce. Forest was their home and they lived in harmony and comfort however they were. But due to modernization, Insensitive steps by authorities and shrinkage of forest land, this community has been thrown into the urban jungle for life. They have chosen their own off beat locations to get settled and make a living by producing\selling simple things that fetch them a minimal income. One such group has got settled at Devarayanery a village on the Highway of Trichy to Tanjore in Tamil Nadu. Fortunately these gypsies have an inborn skill in making bead strings, ear rings and other costume jewelry by using any kind of beads. They are so quick and dexterous in their work that they can watch a movie and still continue their work. They can produce countless number of such items but how do they sell? Just like their life they have to roam around temples, market places to sell these products, which means children and old parents stay back at home with no one’s care. And in such a way their income is pittance. Even when they have the capacity to produce they do not have a means to exhibit or market their goods in mainstream markets. Actually this skill if enhanced and directed in terms of consistent production and regular income through proper marketing, it can help them reach a higher status of citizenship than a displaced nomadic tribe. This intervention can be adopted here since they have been allotted permanent houses and a voluntary organization has developed infrastructure to run a hostel for their children. Hence our intervention can supplement to ensure a better standard of living and can also be monitored due to the already existing infrastructure.

The Batik producers of Madurai (Rehabilitated street girls):

This group is slightly different from the previous three. The common thread is that they are also a deprived group by the mainstream society. The girls who live on the streets are deprived doubly being girls. Insecurity damages their whole psyche of positive development. They are very much prone to exploitation on the streets. Hence they have become a matter of concern for a welfare organization for rehabilitation. This process involves various welfare interventions including counseling, shelter, confidence building and skill development. In the attempt of skill building the basic art of Batik painting is imparted to them. This gives them a great deal of satisfaction that they have created something and that it can also fetch an income.

As they fall into the deprived section of our society this opportunity enables them to build their confidence and prevents them from becoming victims of exploitation. The skill introduced needs much more fine tuning to be promoted and be made an investment for their future. The input to be extended is to impart skills in evolving new designs and increasing production to meet consumer needs.

The underlying conviction of this whole intervention is to work in partnership with the communities identified keeping in mind their inherent strengths, capabilities. Our role will be that of an enabler rather than a provider. The above mentioned four groups are sample groups for intervention in a process of partnership with them and with the voluntary organizations working with them. To begin with they will be trained and developed into better earning partners in society. This will be a consistent group which can serve as model interventions for further action. Further such crafts communities will be included in the programme as their development is our prime priority.

Objectives:

➢ To promote traditional arts and crafts in order to sustain the livelihoods of such communities.

➢ To strengthen their bargaining power by building their marketing skills.

➢ To raise awareness among general public on the values of such crafts.

➢ To curb the inflow of migration by such communities into the city thereby preventing the increase of slum and street communities.

Proposed interventions:

I. Facilitating marketing and production skills

o Organize workshops to hone their skills according to market needs and orient them towards collective production.

o Resource persons will be professionals in the field of designing and arts for e.g.from the Cholamandal artists village and professionals in practice in the field of marketing, finance management.

II. Exploring markets and setting up an outlet to promote, exhibit, sell, their products and to enhance their economy base.

o Co-ordinate and liaison with interested individuals and groups locally and outside for supplying the required products.

o Outlet will also serve as a point for promoting customer relationship.

o Organize neighborhood exhibitions to promote sales and awareness among general public.

III. Ensuring the life of the craft in the Community.

o Organize periodic trainings for young adults from the community on the craft to sustain its existence.

o Informally create a space in the children’s educational environment to be in touch with their community craft.

Personnel requirements:

1. Director cum Co-ordinator ------- To plan, manage, administer and be responsible for the whole intervention and to co-ordinate, communicate work regarding the programmes at the community level i.e. workshops etc.

2. Liaison officer ------ To make scheduled visits to different crafts communities, maintain a relationship and liaise with the administrative office on issues regarding the partner communities and voluntary organisations.

3. Accountant ----- To maintain all accounts and be in charge of book keeping systems and control financial as per need.

4. Customer care person ---- To be posted at the outlet to interact and take care of customers’ needs.

5. Office assistant ----- To give secretarial support to all office work.

Financial Summary:

|Sl.no |Programme head |Budget head with details |Amount in INR |

| | | | |

|I |Training\workshop | | |

|1. |Training\workshop on designing and |8 workshops x 20,000 |1,60,000.00 |

| |marketing (two days for four groups –|(expenses include travel, stay, resource person fees and | |

| |twice a year) |training material) | |

| | | | |

|II |Promotional Outlet | | |

|2. |Space rentals |Advance for the shop – 50,000 (one time) |1,10,000.00 |

| | |Rent Rs. 5000 X 12 months | |

|3. |Establishment costs( one time) |This includes interiors, first purchases |1,50,000.00 |

| | | | |

|III |Personnel | | |

|4. |Director/co-ordinator |10,000 x 12 |1,20,000.00 |

|5. |liaison officer | 8,000 x 12 |96,000.00 |

|6. |Customer care person | 5,000 x 12 | 60,000.00 |

|7. |Accountant (part time) | 3,000 x 12 | 36,000.00 |

|8. |Office assistant | 2,000 x12 |24,000.00 |

| | | | |

|IV |Administrative costs | | |

|9. |Printing & stationary | 750 x 12 | 9,000.00 |

|10. |Telephone & Fax | 500 x 12 | 6,000.00 |

|11. |Hosting a web site and maintenance of|This is to create awareness on the intervention, develop |10,000.00 |

| |the same |market connections and advertise to receive orders and | |

| | |clients. | |

|12 |Postage & Freight charges | 3000 x 12 | 18,000.00 |

|13. |Travel and conveyance | 2000 x 12 | 24,000.00 |

| | |TOTAL |8,23,000.00 |

(Rupees eight lakhs and twenty three thousand only)

Justification

The whole intervention is to work towards the establishment of Fair Trade Practices. Fair Trade is a process which promotes sustainable development by improving market access for disadvantaged producers. It seeks to overcome poverty and provide decent livelihoods. By supporting their livelihoods and helping them to develop their skills we aim to make a real difference in their standard of living and self esteem. Trade is a powerful engine of economic growth and at the same time it can also fuel massive inequalities. Hence we aim to help crafts people to strengthen their business and production skills, learning to access local, regional and world markets for their products, helping them to make their livelihoods sustainable into the future.

The above mentioned partner groups are already interacted with and have built a rapport through the existing voluntary organizations. Hence there is a level of understanding and confidence in initiating this intervention. The above presented proposal has been worked out, keeping in mind the most needed expenditure. It almost covers the start up costs or can even be taken as a seed grant. The training and the intervention are focused towards enhancement of quality production and hence it can be seen as an investment. Also the promotional outlet will include products made by artisans all over the country. The ground work has been done and the address of master craft persons and voluntary agencies working with them has been collated for this purpose.

The income generated out of the sale will be siphoned in ratios 60:10:30 - to the community, corpus fund and running costs respectively, in the subsequent years.

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